Warwickshire CCC and Molson Coors secure official lager partnership

Warwickshire County Cricket Club has secured a new commercial partnership with Molson Coors, which will see its Carling, Coors Light and Staropramen lagers served at Edgbaston Stadium as part of a five-year deal.

The new agreement will see Carling become the official lager of Warwickshire CCC and served at all public bars around Edgbaston. Additionally, Coors Light and Staropramen will be served in hospitality lounges and within the stadium’s events and banqueting business.

The activation also gives Molson Coors a naming rights opportunity to the Stanley Barnes Stand at Edgbaston, as well as perimeter branding and hospitality for the program of international and major match cricket at the stadium.

Gareth Roberts, commercial director at Edgbaston Stadium, said, “Molson Coors have been a supplier for the last six years, and its extensive range of brands makes it the perfect lager partner to support our cricket, hospitality and banqueting events.

“We’re delighted to extend the relationship to a commercial partnership and provide opportunities for Molson Coors to maximize its brand presence at our extensive program of international and major match cricket at Edgbaston.”

Edgbaston boasts a 28-day allocation of major match cricket over the next three years, including an Investec Test match every summer. West Indies are the visitors in August this year for England’s first ever day/night Test match, India visit in 2018 and Australia return in 2019 for the Ashes.

The stadium will also play a major role in the next two ICC global men’s events staged in England and Wales by hosting five matches, including a semi-final, of the ICC Champions Trophy in 2017, and the ICC Cricket World Cup in 2019.

James Harrison, trading and [hotels, restaurants and leisure catering] director at Molson Coors, said, “We are proud to be partnering with Warwickshire County Cricket Club, one of the biggest names in British cricket. The vote of confidence in our business model is particularly pleasing and we feel that its popularity is largely down to its insight driven approach and the fact it puts the needs of the customer first. We’re looking forward to a successful five years, offering a wide portfolio of beers and ciders to Warwickshire CCC fans.”